Which feature allows you to limit the frequency an ad appears to the same user?

Frequency capping is the feature that allows advertisers to limit how often their ads are shown to the same user within a specified timeframe. This is particularly important in digital marketing because it helps prevent ad fatigue; when users see the same ad too frequently, they may become annoyed or indifferent, leading to a decrease in engagement or effectiveness of the ad. By implementing frequency capping, advertisers can optimize their campaigns to ensure that users are more likely to engage with their ads, thus improving the overall return on investment (ROI) for the advertising spend.

In contrast, ad bidding refers to the process of determining how much an advertiser is willing to pay for their ads to be displayed, while targeting involves refining audience selection to ensure ads reach the desired demographic or interest group. Ad scheduling allows advertisers to define specific times or days when ads should appear, but it does not limit how often an individual user sees the ad within those time frames. Each of these features serves a different purpose in an advertising strategy, but frequency capping specifically addresses the need to control exposure to the audience.